1. Lecture 6 Title: Web Planning, Designing, Developing for E-Marketing By: Mr Hashem Alaidaros MKT 445

2. Main Points What is Search Engines Optimization Five Areas of SEO 1. A search engine friendly website structure. 2. A well-researched list of key phrases. 3. Content optimised to target those key phrases. 4. Link popularity. 5. Usage data. SEO Influences 1. Social content on search results, 2. Mobile SEO 3. Local search.

3. Introduction Web development and design are not just about websites. Instead, we need to realise that the principles of good website development and design apply to all digital assets, such as applications in social networks or on mobile phones. The fundamental principle of good web development and design is to start with your users: the people who will actually be using and interacting with your website.

4. Before Planning Planning and research helps you to understand user needs and expectations. Before you begin planning, you need to have some core considerations in mind: Accessibility, which refers to barriers which might prevent users from accessing your website. Usability, which refers to how usable your website is to your users. Searchability, which refers to how your website ensures that it can be found via search. Social Sharing and Discoverability, which refers to how your website capitalises on social media to make it more shareable and discoverable.

5. Searchability Labeling things correctly: URLs, Title Tags and Meta Data URLs, alt tags, title tags and meta data all describe a website and its pages to both search engine spiders and people.

6. URL URLs indicate your location on the Web. URLs should be as brief and descriptive as possible. Example 1: Clueless has the following URL: www.clueless.com/index.html?action=prod&cat=4&prodid=28 Example 2: Smart Pets has the following URL: www.smartpets.com/products/collars/jewelled-collar The second example is far more user friendly, and clearly indicates where in the site the user is. More than two dynamic parameters in a URL increase the risk that the URL may not be spidered. If not spidered the search engine would not even index the content on that page.

7. Title tags Title tags which appear on the top bar of your browser, are used by search engines to determine the content of that page. They are also often used by

8. Meta tags Meta tags are HTML code where the owner of the website can fill in information about a web page. These tags are not normally seen by users. If you right click on a page in a browser and select “view source”, you should see a list of entries for <metaname=“keywords”…. Or “description”

9. Can’t be indexed The following text styles cannot be indexed by search engines: 1. Text embedded in a Java Applet or a Macromedia Flash File. 2. Text in an image file (that’s why you need descriptive alt tags and title attributes) 3. Text only accessible after submitting a form, logging in, etc. If the search engine cannot see the text on the page, it means that they cannot spider and index that page.

10. Social Sharing and Discoverability Content (text, images, video and more) is increasingly shared via social media. Your website should be built for sharing, as much as your content is made to be shareable. Many SEO considerations apply to ensuring that content is shareable: Have static, friendly URLs (i.e. don’t make all new visitors go to the home page). Many social network sites, such as Facebook, will add your meta data to links that are shared. You should also consider including the icons, called chiclets, of major social media platforms to encourage sharing.

11. Chiclets list

12. Web Development Process Web Development Process: 1. Planning 2. Design 3. Developing 4. Launching

13. 1. Planning Planning a website starts with research: your market, your users, your competitors and your business. Key questions you need to ask include: Business: What are your business objectives? How should this digital asset help you to achieve those objectives? (e.g. Should it generate leads for you to follow up on? Is it an ecommerce store?) Users: Who are your users, your potential customers? What problem does your website need to help them solve? (e.g. collect travel information in one place, such as with www.tripit.com.)

14. 1. Planning In research and planning, you should also get to an understanding of what tasks (or actions) users need to do on your website. These are usually in line with your business objectives. Some tasks a user might need to do include checking the availability of a hotel, signing up to a newsletter, or printing information.

15. 1. Planning You also need to gather, analyse and map out what content is needed on the website. This content is then structured in a process called information architecture. This leads to sitemaps, reflecting the hierarchy of content on the website, and navigation, how users make their way through a website. Why sitemap is important?

16. Site Map

17. 2. Design The visual interface – the design of a website – is what the user sees and interacts with. Design is about the visual clues we give users so that they know what to do next. Design is the way we communicate with our users. Design is how we assure web visitors of our credibility and ability to answer their questions, and turn them into customers.

19. 2. Design Good interface design involves many things but a few basic considerations are: 1. Visual identity: how users know it’s you. The logo: is part of a brand’s corporate identity (CI) Fonts Icons 2. Navigation: indicating to users where they are and where they can go. Menu changes, breadcrumbs and page titles tell a user where in the site they are.

20. 2. Design 3. Layout: how content is structured and displayed. Content balance 4. Headers: the usually consistent top part of a web page. Identity Logo Search 5. Footers: the usually consistent bottom part of the page. Term and conditions (privacy policy) links to major parts of a website (Why?)

21. 2. Design 6. Credibility: telling users that you are who you say you are. Prominent phone numbers and addresses above the fold – it assures the visitor that there is a real person behind the website, and that they are in easy reach. Informative, and personal, “about us” - your customers want to see the inner workings of a company Feature genuine testimonials on each page – this is a great way to show potential customers what your current customers have to say about your organisation. Feature logos of associations / awards Link to credible third party references Keep content fresh and updated (copyright year) Ensure that your site is free of errors